Sell the Whole Story
Eddie Bauer splashed a large copy violator across a shirt, proclaiming that the fabric "defies wrinkles." Another example is a pen that includes a built-in voice recorder. You can't photograph sound emanating from the pen, but you can use copy and visuals to "hear" the recorder in action.
The lesson: These important benefits wouldn't have been apparent without the helpful violators.
Putting products in appropriate positions on the page also can help maximize their performance.
- Never arbitrarily drop something on a page. Pay attention to past results and successes to help determine where to place the product and how large to present it. Artists always should be given this information in advance, so they can design pages with all relevant information at their disposal. Best sellers always should receive "hero status" on a spread.
- When placing products, strategically consider price points. The temptation is to give the most amount of space to the most-expensive product.
While this makes sense some of the time, your customers already told you they're interested in a specific price point, which we call the "average price sold." If your average price sold is $75, make sure products within that range are featured often. People tend to shop with a set sum in their heads and will buy only within specific price ranges. If your merchandise assortment is perceived as being more than their budgets, you could lose sales.
- If you present similar products to the reader, guide them through the decision-making process with comparative information, charts, copy or graphs. Focus on those features and benefits that make the products stand apart—and clarify why each product is uniquely priced. A good/better/best value system works only if you explain the differences. Anything you do to make decision-making easier for customers will help sell products.